The messages received through advertisement shape the expectations of our society. Our society teaches us that the world is at our finger tips, everything is possible. Advertisement teaches we can have everything we want now, the way we want it because we deserve it. As a customer, we are never wrong. The previous generations tells us that hard work brings success and that is how we get what we want. The things that are truly good, truly worth it, come from hard work. There is a major clash between those who preserve "ancient values" and the consumerism of the current age. This is where businesses need to take some responsibility. Every business must know what message they are sending through their advertisement and predict the affect it will have. They must consider the ramifications of making their product the norm if it is not within everyone's reach. If they incorrectly assess the norm, it could cause strain among many individuals who believe that they have a right to "fit in" with the rest of society, especially teenagers. Gangs can satisfy Maslow's Hierarchy of Needs (picture left), providing members with every level of self actualization. If an adolescent finds that they cannot meet the norm, they may, as Strain Theory suggests, choose deviance. Since they are unable to satisfy themselves legally, they may choose a gang which is able to satisfy all of their "needs." Marketers still have not found any product to compete.